Avoid cliché

Avoid ordinary words and familiar descriptions

Use active verbs

Avoid passive voice: is, are, was, were, be, being, been, shall, will, have, has, had

Don’t say too much about something that’s not important

Don’t say too much about something that is important

Make sure every word is impactful and necessary

See and think innovatively

It is only through risk that you can capture the impossible